Measure or Perish: Why Knowing Your Meeting History is Essential – Amy
Sherwood, IAPP
Measure or Perish: Why knowing your Meeting History is Essential – Attendees
of this session will learn why collecting historical data is necessary when planning
meetings. Particularly in a down turned economy meeting planners need to be at the
top of their game. To do so they must rely on a bevy of information that can guide
their strategy, budgeting, and purchasing decisions. More than ever planners must
justify their spending, do it better than their competitors and deliver more with less.
This session will make the case that you must arm yourself with the data. Using
examples and tools, attendees will work through sample worksheets and share their
experiences with colleagues. Attendees will learn how to predict their attendance
while building a budget, not after; they will understand how much alcohol should be
ordered and accurately print the correct number of marketing materials and much
more.
Amy Sherwood is Operations Director at the international Association of Privacy
Professionals. She joined the IAPP as the organization was beginning to take shape
and was instrumental in moving event operations from and association management
company in house. In her first role as Events Director, Sherwood built a program
from one staff member to a team of eight. She developed procedures, developed
strategies and managed daily operations. Today, she has oversight of all operational
and business functions as they relate to events, membership, certification processing
and general office flow. Prior to joining the IAPP, Sherwood worked at Strawbery
Banke, and outdoor history museum, as an events manager, where she helped build a
facility rentals program, and produced fundraisers, and educational events. She has
worked in New York for philanthropy the Markle Foundation; Fanlight Production in
Boston, an educational film distributor and has degrees from the Culinary Institute of
America and Ithaca College’s Park School of Communications. She holds
certifications in meeting planning (CMP) and information privacy (CIPP). In her free
time she volunteers regularly for many organizations. She has been a Big Sister
through the Big Brother Big Sister program for 6 years, organized a major fundraiser
that is now in its thirteenth year for the Avis Goodwin Health Clinic; and was Chair
for the Amesbury Cultural Council.
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